What is a Brand’s Culinary Core and how is it important?

Seems like a simple question is this day and age, especially now in a climate of industry shifting and change. Some restaurant chains are starting to figure it out, most recently Chili’s. They clearly returned to their Culinary Core to revamp their business. So far no one else has said it so bluntly as they did when they said “We can’t be everything to everybody” instead they will focus on improving quality and size of the menu items that are the foundation of the brand. In essence they are returning to their Culinary Core of burgers, fajitas and ribs. Is it a big gamble? I don’t think so, having been in to recently check out the changes. Chili’s is back in a game changing way that will over the long term drive new traffic. Why because now they can deliver a better experience on the “fantastic few” menu items instead of the “mediocre many”.

In this competitive landscape getting back to a Culinary Core is key to turning the business around and growing again. The Culinary Core of any brand is there within its DNA it just needs to be uncovered after years of layer upon layer of LTO, menu additions, cost enhancements all done in the name of staying relevant with the changing consumer landscape. Invite us into the conversation and help provide you with the support to re-find your brand’s Culinary Core.  We have helped many of our clients unlock their menus to drive simplification, improve satisfaction and build sales and profits. Let us be your Strategic Culinary Consultant reach us at www.jwd-consultancy.com

A case for scratch cooking in chain restaurants?

I have been fortunate over the last year to have had a successful group of clients in the restaurant industry. One constant I continue to notice when working on brands with great longevity is that they have been and are still all about the food they produce. One client has three locations that have been in their family for 70 years, and they still scratch cook everyday. Could they take short cuts, sure but their multiple generations of guests would notice.  At three locations it is much easier to scratch cook than at three hundred but it can be done. What is the key to executing consistently? One thing is straight forward recipes that are easy to make and deliver amazing quality and taste. The other secret ingredient is the long tenure of the employees. When you have kitchen managers that have been there 22 years it makes a huge difference in the ability to deliver great food. People and the culture of hospitality and “real” cooking continue to be the most important difference I see between brands that are winning right now and those that are struggling to survive. I have another client with over 100 locations and their brand again is over 50 years old. They scratch cook both in restaurant as well as at their own central kitchen. They have the ability to deliver consistent quality food from both points but the people are still the key. In the central kitchen they have employees that have been there for over 20 years making the soups and dressings day-in and day-out. These folks take great pride in knowing they are delivering amazing food to the restaurants and ultimately the guests. The in restaurant team continues to cook, really cook at least 80% of the menu from scratch. These same people also are long tenured in the brand’s back of the house. I think one formula for success in this current economic environment is the following

Culture + skills + desire = A quality experience that creates an emotional connect with the consumer

Anyone that is able to consistently execute against this formula will win in the long run. There has to be some magic in this formula based on what I continue to see and experience in our industry. It is less about scratch cooking and more about creating a caring culture that embraces teaching a group of employees that will continue to attract the right talent in a tightening labor market. When people are cared for and provided the chance to grow and gain skills we all benefit.  People are the magic and I think this is how we shift and evolve the restaurant industry for the future.

www.jwd-consultancy.com

What the future holds....JWD Restaurant and Food Trend forecast 2017

JWD Restaurant and Food Trend forecast 2017

Here is what I see as continuing or emerging patterns in the food world. I will update this again in June 2017

Cauliflower Rice is the future "non-rice" of rice, as vegetable centric eating more than one time a week grows in middle America, not just meatless Mondays…..

Vegetable Noodles are spiraling into the mainstream in 2017 after some successful limited introduction by regional chain players these will be the new pasta of the veg centric meal

Zatar becomes the new “it” spice as we move further east in the Mediterranean culinary pallet

Nutrient dense coconut oil becomes a favorite of boomers – millennials still prefer animal fats – yum butter, lard and beef fat will be growth areas of fats in 2017 and beyond

Indian jalfrezi becomes the new marinara for 2017 showing up as a dipping sauce, pizza and pasta sauce as well as its more traditional uses

Clean labels and products will be come table stakes as we move into 2017 and beyond, especially with the rise of Anti Biotic Free meats and proteins but also dyes, flavors and GMO

Ancient grains and heirloom varieties of wheat will lead gluten free in a different direction as gluten awareness continues amongst boomers focused on gut health

Foods of the South will continue to expand and we will see more heritage cooking move into Fast Casual and Casual channels

Consolidation will occur across the Fast Casual sector in certain cuisines – so broadening of their offerings – you see it already with Noodles & Co trying shift perception away from a purely Asian concept by changing branding elements and signage

Carrots are the new “it” vegetable of 2017 – they will be everywhere and in many  forms – grilled, BBQ, smoked, pickled, raw – the use of heirloom varieties will start to move mainstream into casual segment

Probiotic meals and food items will continue to quietly weave their way to mainstream America’s diet as we see the connection continue to grow between gut health and overall health

Non Dairy, Nut milks will continue double digit growth and this will lead to emergence of non dairy ice cream outlets serving better for you treats in 2017 mirroring the last 24 months of retail growth of these items

Brunch is so almost over now that QSR is jumping in – but the hybrid day part will still be strong since everyone loves “breakfasty” stuff all day………

Jim

www.jwd-consutlancy.com  all you Culinary consulting needs